Drip and quick together to stop subsidies to the passenger side

This reporter Zhang Qian Yi

"Do you use Alipay?" This became a 43-year-old master Liu Fenggang recently asked passengers a word. Nothing else, which would give him a subsidy of 10 yuan for a single job and 5 yuan for a passenger who had no subsidy. And on weekdays in a taxi practitioner Li Lin, ultimately, she is more concerned about the phone grabbed the "red envelopes" save the "points" can do so.

Since the drop and fast announced on May 17, the "taxi + subsidy" simple mode, which was originally placed on the platform, was broken after the cessation of subsidy to the passenger terminal was announced. The two taxi drivers each played their own small Abacus ", the two sides battle for the market or will enter a more lasting" duel. "

Drip

WeChat access by popular red

"Oh, one step late!" Ding Rong some annoyed staring at the "0 yuan" red envelopes on his own mobile phone screen.

"Grab a red envelope on the fingertips", the most prosperous entertainment during the Spring Festival recently regress, many people began to pay attention to their own circle of friends, WeChat group. However, this is no longer the Spring Festival holiday festival red envelopes, but after the taxi will be able to incarnate local tycoon "taxi red envelope." Behind this, relying on the trickle of this tree of WeChat taxi to become the protagonist of this round of red envelopes. Drip drops introduced since last Friday launched a "take a taxi to share a red envelope" activities, the use of WeChat payment of fare after the completion of the payment of users, there is a red packet of rights, activities will continue until May 31. And grab the red envelope that can be used directly as a fare.

As of yesterday, this event has been more than half, drop statistics show that each red envelope from issue to share, grab the light of the average time of only 4 minutes, an average of 32.5 million daily grab amount of 0 to 20 yuan Red envelope. "

"Like everyone, we also share the fun experience of grabbing red envelopes in the New Year." Referring to the baked-out process of red envelopes, the taxi salesman, Xue Shuai, said that this is a drop initiative to initiate cooperation with WeChat. Rumors in the outside world, "Lord" WeChat an act of implication.

Xue Shuai recalled that before the drop announced on May 17 to stop subsidizing the passenger terminal, the "taxi red envelope" project team had long been established within the company. "We had already opened up to the WeChat platform because of the WeChat payment relationship, But this time involved in the red envelope function, all the ports need to be re-combed, and everyone's data must be re-run together. "

Yesterday, the drop did not disclose the amount of the current release of the red envelope. Xue handsome introduction, the red envelopes funding by the drop and WeChat both share, the specific ratio is not convenient to disclose. However, for many users, with the "collective lottery" as the social interaction components to join, the amount of red envelopes seems to be no longer the only key to grab the red envelope activities.

Fast

Users save points can be reduced fare

The same is announced on May 17 to stop subsidizing passengers, fast taxi also changed the kind of "quiet" gameplay.

"Yes, I did not add any money!" Yesterday afternoon, Li Lin, who was calling near Xizhimen, was looking at the "quick taxi" without any movement on the mobile phone. Suddenly, she suddenly found that the system automatically updated the order by more than " tip". Rely on the extra 5 yuan, immediately there master orders. Li Lin on the car asked the driver master only to understand that this is not a self-mistaken operation, but fast "out of pocket" for her patch tip.

According to the person in charge of the fast marketing department, users are ranked according to the frequency of using the taxi and the taxi amount. Among them, "advanced users" enjoy certain privileges. "However, at present, we do not make any decisions about advanced users and privileges Clearly defined, still accumulating data and analysis process. "

Although the fast official is still "trying to hide shame" about the incentive scheme, Mr. Wen, who has been upgraded to "supreme level," has seen real benefits in several taxi trips. "Encounter a bad taxi, I called a car with friends, the first driver must be me!" Not only that, the higher the level of users can get extra points.

In addition to this incentive scheme for some users, F & B recently also sought the favor of all users through the "Fare Transfer Fare" campaign. Specifically, users in the taxi soon after the points in the system, and save enough for 300 points can reach 3 yuan fare, 600 points arrived in 5 dollars. Express aspects, they calculated that the average user to play 2 to 3 cars, you can convert to a taxi fare.

Yesterday, fast even directly to the vouchers "ox" business, quick taxi voucher in Taobao together cost online, the user only 5 yuan to buy 10 vouchers, the use of fast taxi can be used directly Vouchers deducted fare, which is equivalent to a taxi by 5 yuan.

Afterwards

Less spending more money

In fact, the "duel" of the two taxi drivers is a stroke on both sides.

Compared with the 2.4 billion yuan subsidy that the direct subsidy has caused in the past few months, "taxi red envelopes" and "bonus points coupons" undoubtedly save a lot of money. Drip, friends each issued a red envelope amount and quantity are random, but with a clear range, which also allows the drops to a certain extent, control the scale. The fast integral system, on average, users to use 2-3 times taxi software, in order to enjoy 3 yuan subsidy. This and before the minimum per single 3 yuan, saving at least half of the subsidy costs.

Not only that, no longer simply "send money", the two taxi software also have their own through their own platform, "the money."

"Send 2 pounds Tuo Tuo workers Hainan litchi", drops have begun to expand electricity providers and other partners to expand the field of local life. Dental responsible person told reporters that they are still trying to Zhuhai and other places, and local shopping malls, when users use a taxi destination is displayed when this mall, with a taxi record you can enjoy a certain discount in the mall counter . And fast is also operating its own point Mall, in addition to get a taxi ticket in addition, the user can also buy some goods through points, and these products are from the No. 1 store, Jingdong and other platforms.

Undoubtedly, for the Internet industry where users are leading the market, two taxi software with billions of users are beginning to become the new Internet platform, and "commercialization" naturally becomes the next move.

News Analysis

Use their own advantages "sticky" users

Social marketing and mileage award-winning "war"

"Optimize users," yesterday two responsible taxi driver software answering reporters, "Why change the subsidy model" gives a unanimous answer.

Just 10 days ago, drops, fast still "burn money" image is well known to all. Although the subsidy from the peak of 20 yuan per single reduced to 3 yuan, the two published data show that since January this year, the subsidy war, the two taxi companies have pulled out a sum of more than 2.4 billion yuan The huge expenditure.

Why has a high profile taxi software suddenly "turned a temper"? Two taxi software gives a similar answer.

"We conducted a thorough analysis of the user data of both passengers and drivers and found that the purpose of large-scale education users has been reached," says the relevant official in charge. The drop also said that the next phase of the focus is to optimize the existing customers.

Data from third-party statistical agencies also seem to prove that the taxi market is now "dichotomous." Analysys International released in early May, "China's taxi market quarterly monitoring report quarterly 2014 Q1" data show that as of March 31, 2014, Chinese taxi APP client total account size reached 98.28 million. Among them, the fast taxi accounted for 51.6% of the domestic taxi market share of the first place, dropping a car to 45.3% of the proportion of second place.

In the industry view, the two taxi software into the "duel" more important purpose is to enhance user stickiness.

"Directly throwing money subsidies can not be sustained forever, this two taxi software at a complete knowledge." Internet commentator Hong Bo said, and directly "burn money" this simple crude user mode than the current, the current drop With the social advantage of WeChat, using taxi software to mobilize the user's participation, you want to reproduce a "Pearl Harbor attack" of Jack Ma on WeChat red envelopes during the Spring Festival. Fast, by segmenting the user market, gives "iron powder users" extra encouragement, just as the airline's "mileage" mode of operation in general, can also increase the user's enthusiasm to use.